Jaeger-LeCoultre and Richard Mille have both been associated with Aston Martin and its racing team in the past decade; now it is TAG Heuer’s turn to bask in the reflected glory of James Bond’s favourite car maker.

Jean-Claude Biver, CEO of TAG Heuer and president of the LVMH Group Watches Division, joined Andy Palmer, president and CEO of Aston Martin at the Geneva Motor Show to announce the partnership, which officially makes TAG Aston Martin’s Official Partner, Official Watch Partner and Official Connected Watch Partner of Aston Martin and Aston Martin Racing in the World Endurance Championship that includes the 24 hour Le Mans race.

The partnership might have been forged in the Formula One pit lane hospitality of Red Bull Racing because TAG Heuer and Aston Martin are both sponsors of the team.

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“Aston Martin has the same genetic make-up as TAG Heuer: luxury, quality, beautiful products, innovation, history, emotion and performance. We are therefore delighted to be able to work with such a prestigious brand that shares our passion for cars. This collaboration will bring forth a wealth of amazing synergies that will strengthen TAG Heuer’s position as an avant-garde luxury watch brand with a leading position in the automotive sector,” said Mr Biver.

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